Looking to gain maximum exposure of their 2015 sponsorship of the New Zealand Music Awards, Vodafone partnered with Mish Guru, True Agency and MediaWorks to produce a live Snapchat™ to TV broadcast. This was accompanied by exclusive behind-the-scenes coverage throughout the event, enabling Vodafone to tap into Snapchat’s™ second-screen phenomenon, and engage with a younger demographic. Mish Guru’s challenge was to facilitate a special-build technical solution for True Agency, allowing this world-first use of Snapchat™ content to go off without a hitch.
In the lead-up to the VMA’s, Mish Guru provided key strategic advice for True agency in working around the challenges of Vodafone’s strong global brand footprint. Paid-media Facebook Dark Posts targeted the key audience, while street posters of the Snapcode helped reach the demographic in a cost-effective way. Local influencers and Vodafone brand ambassadors were also integral in building the vodafonenz audience prior to the event activation, and ensuring entertaining content throughout the campaign.
Mish Guru’s detailed analytics allowed Vodafone and True Agency to track the results of this channel strategy, ensuring informed planning based on real results. They could easily trace spikes in account growth and match these to external media activity, such as sharing the Snapcode on Facebook and on influencers’ own Snapchat™ channels.
On awards night, viewers were challenged to send Snaps to vodafonenz through calls to action during commercial breaks, and on the Snapchat™ channel itself. With MediaWorks, Mish Guru sorted, moderated, and live broadcast Snaps on national TV, as well as simultaneously reposting influencer content, UGC, and behind-the scenes event coverage to the vodafonenz Snapchat™ channel.
This activation delivered exceptionally high engagement and account growth, while creating a compelling second-screen story for viewers. The vodafonenz channel received over 1800 Snaps from their newly established follower base, creating 200,000 unique impressions with minimal campaign spend. With average engagement of 65% on Snapchat™, plus increased brand awareness from the TV activation, vodafonenz was the clear winner at this year’s New Zealand Music Awards.